Nearly half of young adults are turning to low or non-alcoholic drinks - with the number nearly doubling since 2018. To understand why Gen Z has been making this clear-headed decision you need look no further than the “sober curious” movement - with social media influencers promoting the benefits of a booze-free lifestyle. Excessive drinking was once seen as a right of passage in early adulthood – so what’s changed? And as the pub industry already faces significant challenges – how can it adapt to cater for a more sober generation? Niall is joined by sober curious influencer Millie Gooch and Kate Nicholls, chair of UKHospitality. Have you got a question for the team? Email the show – why@sky.uk Follow This is Why, available for free here: https://podfollow.com/thisiswhy Follow Niall on Instagram: https://www.instagram.com/skynewsniall Follow Niall on X: https://twitter.com/skynewsniall SUBSCRIBE to our YouTube channel for more videos: http://www.youtube.com/skynews Follow us on X: https://twitter.com/skynews Like us on Facebook: https://www.facebook.com/skynews Follow us on Instagram: https://www.instagram.com/skynews Follow us on TikTok: https://www.tiktok.com/@skynews For more content go to http://news.sky.com and download our apps: Apple https://itunes.apple.com/gb/app/sky-news/id316391924?mt=8 Android https://play.google.com/store/apps/details?id=com.bskyb.skynews.android&hl=en_GB Listen to our new podcast This is Why, available for free here: https://podfollow.com/thisiswhy To enquire about licensing Sky News content, you can find more information here: https://news.sky.com/info/library-sales